As of early 2026, food prices in Russia have become increasingly similar to those in the European Union, with certain items already costing less than their EU counterparts. Reports indicate that in ten European countries, which include Romania, Poland, and Spain, half or more of basic goods are now priced equally or cheaper compared to Russia. For instance, basic dairy products like milk are notably cheaper in countries such as Germany and Czechia, raising questions about Russia's competitive pricing in a critical consumer segment.

The price comparison reveals stark differences in food costs, especially for perishable items. In Russia, a liter of milk at major retailers like Pyaterochka sells for RUB 132 (around US$1.70), whereas leading retailers in Germany charge significantly less for similar products, creating a growing disparity in the consumer experience. The price for tomatoes also highlights this comparison, with costs in Russia exceeding RUB 500 (approximately US$6.47) per kilogram—almost double the price observed in European markets.

This trend not only reflects market shifts but could also have broader implications for Russian consumers facing higher costs despite improving prices in certain categories. As food prices are a crucial issue for everyday life, the alignment of Russian prices with those of the EU may signal a changing economic dynamic that could influence purchasing behavior and overall consumer sentiment in Russia moving forward.